The ASEAN-Japan Centre (AJC), in partnership with the Malaysia External Trade Development Corporation, Tokyo (MATRADE Tokyo), officially unveiled the ASEAN Pavilion at the Malaysia International Halal Showcase (MIHAS) 2025 from 17 to 20 September 2025. Organized in conjunction with the theme of Malaysia’s ASEAN Chairmanship: Inclusivity and Sustainability, the Pavilion features 19 enterprises from nine ASEAN Member States, representing the diversity, creativity, and entrepreneurial dynamism of the region. The selection emphasizes enterprises that are halal-export-ready, many of which are women-led or community-based, and showcases products rooted in local traditions while responding to global market trends. By providing a unified platform for ASEAN’s small and medium-sized enterprises (SMEs), the Pavilion strengthens opportunities for international promotion, networking, and business expansion.
Participating companies included:
- Brunei Darussalam:
- A.Ayam Berjaya Sdn Bhd
- Skinny Meal
- Cambodia:
- City Rice Import Export Co., Ltd
- Barimex Express & Supply Chain Co., Ltd.
- Indonesia:
- Yagi Forest
- CV Srikandi Ayu
- PT ANDARA CANTIKA INDONESIA
- Malaysia:
- PISANGO Sdn Bhd
- POPSMALAYA
- Myanmar:
- Ngwe Larb Minn
- Dakhina Meat Export Co., Ltd.
- Philippines:
- Fruits Of Life, Inc.
- MOOD FOOD
- Singapore:
- Cat & The Fiddle Pte Ltd
- Thailand:
- Nopphada Superfoods Co., Ltd.
- Sukantha Thai Snack Co., Ltd
- Ereky Co., Ltd
- Viet Nam:
- HTX Ha Noi Xanh
- NICHIREI SUCO VIETNAM CO., LTD
These enterprises presented a diverse range of halal-certified products, from premium rice, processed food, and snacks to superfoods, beverages, and lifestyle innovations. Their participation at MIHAS reflects ASEAN’s position as a trusted source of quality halal products and its growing contribution to the global halal industry.
ASEAN Pavilion Unveiling (18 September)
The ASEAN Pavilion was inaugurated on 18 September in a ceremony attended by senior representatives of ASEAN Member States, Japan, and Malaysia, including YBhg. Dato’ Sri Mohd Mustafa Abdul Aziz, Chief Executive Officer of MATRADE, and Dr. Sugumari S. Shanmugan, Senior Director, ASEAN Economic Integration Division, MITI. The program began with ribbon-cutting and a formal introduction to the Pavilion, followed by a guided tour for dignitaries, partners, and media representatives. The Pavilion also served as a platform for cross-border trade, investment, and innovation, strengthening connectivity among ASEAN, Japan, and Malaysia while reinforcing Malaysia’s vision of advancing as a regional halal hub under its ASEAN Chairmanship.
MIHAS Official Opening (19 September)
On 19 September, Secretary General Dr. Kunihiko Hirabayashi and the AJC delegation attended the Opening Ceremony of MIHAS, officiated by the Prime Minister of Malaysia, H.E. Dato’ Seri Anwar Ibrahim. In his keynote address, PM Anwar has strongly encouraged Malaysian companies to embrace digitalisation in trade to remain globally competitive. MATRADE Chairman, Dato’ Sri Reezal Merican Naina Merican paid a visit to the ASEAN Pavilion and spent some time visiting the booths. ASEAN exhibitors engaged in targeted business-to-business networking with retailers, distributors, investors, and halal certification authorities. Curated product demonstrations were conducted to highlight ASEAN innovations in food, beverages, and lifestyle products, aligning exhibitor offerings with global consumer demand.
Moving Forward
The ASEAN Pavilion at MIHAS 2025 was the first initiative by AJC to participate in MIHAS that includes exhibitors from almost all ASEAN Member States. This inaugural attempt not only won praise from the exhibitors but also provided an idea that a mixed pavilion like this proved to be a success. Although the more accurate success would be the recorded sales and tie-ups, which can only be known later.
It not only showcased ASEAN’s halal products but also reaffirmed the region’s collective commitment to strengthening its role in the global halal economy. By elevating SMEs, including local produce and sustainability-driven enterprises—the ASEAN Pavilion served as a platform for inclusive growth, cross-border collaboration, and long-term market access. Building on this momentum, the ASEAN-Japan Centre will continue to facilitate opportunities for ASEAN enterprises to expand internationally, strengthen ASEAN–Japan cooperation in trade and investment, and contribute to the realization of a more inclusive and sustainable future for the region.
